How Reach plc's U.S. Division Scaled Video with Genna

Overview

Reach plc is one of the UK's largest news publishers, with journalism reaching audiences across multiple digital platforms.

For its U.S. division, expanding video production presented an opportunity to reach audiences beyond traditional article pages and create additional value from existing reporting.

The challenge was finding a way to scale video without adding significant production demands to already busy newsrooms.

The Problem

Reach's U.S. newsrooms were producing a steady volume of written journalism, but much of that reporting wasn't being extended into video.

Traditional video production required dedicated resources, making it difficult to publish consistently across owned properties and external distribution platforms.

The Solution

Reach partnered with Genna to turn existing articles into professionally produced video in minutes.

Rather than building a separate video production workflow, newsroom teams could create branded videos directly from the journalism they were already producing.

This made it easier to publish consistently across Reach's digital properties and third-party distribution platforms, including MSN.

As adoption expanded, video became a repeatable part of Reach's publishing operation.

Where Genna Fit

Genna's VidGen allowed Reach's newsroom teams to transform article URLs and RSS feeds into branded videos with professional voiceovers and real, licensed imagery.

Editors maintained control over scripts and final approval, while AI-powered production handled much of the manual work typically required to create video.

Because Genna works from existing reporting and does not use synthetic imagery, Reach could increase video output while maintaining its editorial standards.

With videos produced in under five minutes, the platform provided a practical way to scale without requiring traditional editing resources for every story.

The Results

In its first four months, Reach plc's U.S. division produced more than 4,300 videos with Genna, generating over 70 million views.

The rollout expanded to 43 active newsroom users, with monthly production subsequently reaching more than 3,000 videos.

This increased output allowed Reach to distribute more of its journalism in video format, reaching audiences across additional platforms while creating new opportunities for video monetization.

Importantly, Reach achieved this growth by building on the reporting its newsrooms were already producing.

What This Means for Publishers

Genna helps newsrooms turn existing reporting into platform-ready video using real, licensed imagery, with editorial oversight built into the workflow.

Your journalism is already there. Genna helps you take it further.